Transcript of "Delaware Online Social Media Mashup presentation"

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WHAT WE’LL COVER TODAY Prologue: Social Media Strategy Part 1: Just a little of the “why” Part 2: Getting started Part 3: Building your audience Part 4: Best practices Part 5: When you’re ready for more— advanced opportunities

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BACKGROUND• Cari Sultanik is the Director of Interactive Account Management at FulcrumTech.• Prior to joining FulcrumTech, Cari served as Director of Social Media and Community at Nutrisystem - the leading home-delivery weight-loss company - where she initiated and managed social programs to successfully establish a strong social media presence.• She has also helped numerous brands and non-profits develop and execute robust social media strategies as a Marketing Internet Strategy and New Media Consultant.• In addition, Cari’s career experience includes user- centered design and engagement positions at Electronic Ink, a Philadelphia-based User Experience Design firm, and Advanta, a business credit card company.

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BUILDING A SOCIAL MEDIA STRATEGYWhat most businesses do: There is a better way!

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BUILDING A SOCIAL MEDIA STRATEGY* P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use*Based on Forrester’s POST Approach. Read more about this in“Groundswell,” by Josh Bernoff and Charlene Li

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BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use

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PSOCIAL MEDIA STRATEGY: PEOPLE Creators Social Technographics Ladder Conversationalists  Classifies people according to how they use social technologies Critics  Profile your customer base, Collectors and see what they’re ready for, before planning a project Joiners to reach out to them Spectators  Engage with customers and prospects based on what they Inactives are already doing

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BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use

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BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use

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SSOCIAL MEDIA STRATEGY: STRATEGY Strategy here means figuring out what will be different after your plan is in place, such as:  We will have a closer two- way relationship with best customers  People will be talking about and recommending our products  We will have established a permanent focus group for testing product ideas  We will have a continuous source for understanding industry trends

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SSOCIAL MEDIA STRATEGY: STRATEGY Envision how your relationships with customers will change if you are successful  How will you engage with them?  How will you respond to negative reviews?  How will you help advocates be more influential?

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BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use

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BUT SERIOUSLY… The numbers  Over 900M active users  425MM access via mobile  57% female / 43% male  Average time per visit of about 20 minutes People are well trained to actively share on Facebook  82% of users who click on a news feed post shared by a friend who interacted with a Facebook application continue to participate on their own People expect to be able to find businesses and interact  When fans get a response to their posts on a brand page, 80% complete a purchase  28% purchase when brands proactively reach out Sources: Mari Smith and Wildfire

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BEFORE YOU START First things first: Do you have a website?  Don’t rest the entire digital presence of your business on real estate you don’t own Have a goal in mind  Fans are nice, but what do you ultimately want them to do? Think about who you are and what makes you different  Don’t be afraid to have a personality  People do business with people, not websites or Facebook pages  Check out what your competitors are doing Be sure you’re ready  Commit to spending at least a few minutes a day on your Facebook page Assumption: You already have a personal Facebook account (if not, set that up first)

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BUILD YOUR PAGE Go to a page you are not an admin for and click “Create a Page” button

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CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)

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CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)

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CHOOSE A PROFILE PICTURE Don’t skimp on this step Your profile photo will show every time you post (along with your page name) 180x180 pixels Good representation of your brand Ideas:  Storefront  Logo  Headshot of you (if you are a consultant, for example)

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COVER PHOTO: FIRST, THE SPECS AND RULESThe rules: 851x315 pixels Price or purchase information, such as "40% off" or "Download it at our website" Contact information, such as web address, email, mailing address, or other information intended for your Pages About section References to user interface elements, such as Like or Share, or any other Facebook site features Calls to action, such as "Get it now" or "Tell your friends"

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COVER PHOTO ADVICE Follow the rules, but be creative. When you upload a new cover image, it is noted in your timeline and in your fans’ newsfeeds. You can include promotional copy, links, and calls to action in the descriptions for the photo. Change it as frequently as you can—it’s a great way to drive engagement if you’re being creative. If you use Photoshop, you can find various templates for cover photo and profile image design.  I like this one: http://www.hongkiat.com/blog/creative- facebook-timeline-covers/#fb_timeline_template

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OTHER FACEBOOK OPPORTUNITIES Use Facebook as page to comment on other pages Be sure to switch back to your own account when you’re finished

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OTHER FACEBOOK OPPORTUNITIES Integrate Facebook Like box on your site  Visitors can see which friends already like your page  If you choose, they can also see recent posts  Facebook will generate code for you  http://developers.facebook.com/d ocs/reference/plugins/like/

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CONTENT, CONTENT, AND MORE CONTENT Plan ahead for content to post on your Facebook page Test different days of the week and times of day— sometimes weekend posts get the most activity Test frequency—in most cases it is acceptable to post every day (and possibly up to 3-5 times a day!) Be personal and human  Share personal interests  Ask questions  Post helpful tips  Link to articles that your audience will like or find useful  Include success stories  Think about what would make you Like or Comment

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EdgeRank: Algorithm Facebook uses to determine which content posted on Facebook that any given user gets to see in his NewsFOCUS ON ENGAGMENT Feed at any given time when they log in to their Facebook account. Successful brands don’t preach or sell  Facebook EdgeRank is important—to a point  Engagement drives EdgeRank which ultimately determines how many fans see your posts  Understand your fans’ needs and figure out how to best meet them

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FOCUS ON ENGAGMENT Use lots of photographs  They take up more room on people’s timelines.  Photographs get more engagement than any other type of post (including video).  You can use original photography or buy stock photography. Post articles your fans will care about (with links)  Add a comment about why you’re posting it (“Great article,” “How do you feel about this?”) Don’t be afraid to go off-topic (e.g., random question of the day, fill-in-the-blanks, polls)  People want to talk to people  Build relationships  Show personality

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MORE ENGAGEMENT TIPS Have a call to action: A post that specifically asks fans to Like or Comment will get more engagement than one that doesn’t; you can also ask fans to watch a video or share an article A study by Buddy Media showed that posts with 80 or fewer characters get 27% higher engagement. Respond to people who engage with you! Make it fun—even if your business doesn’t typically stand for fun; think of creative ways to entertain your audience Make it inspiring—if your brand is associated with a charity or nonprofit, share inspiring stories

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MILESTONES Milestones help tell the story of your business Prominent in timeline Lend credibility

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HIGHLIGHTING POSTSHighlight a post Stretches across timeline instead of showing in one column Draws attention to important updates

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PINNING POSTSPin to top Stays at top of timeline for 7 days or until a new post is pinned Can pin a call to action for your site or applications (more on this later) Try pinning strong images that draw attention to what you most want fans to know about you (404x404 pixels)

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NOTIFICATIONS New comments and likes will appear here Check frequently and interact with your fans

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MESSAGES Messages are turned on by default Be sure you can check and answer daily (if not, turn them off) New messages will appear here

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INSIGHTS Not available until you have 30 fans Snapshot will show you activity at a high level Click “See All” for detailed insights Determine how engaging your posts are so you can focus on best content for your audience

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FACEBOOK ADS Sponsored Stories  According to Facebook, “Sponsored stories are messages coming from friends about them engaging with your Page, app or event that a business, organization or individual has paid to highlight so there’s a better chance people see them.”  Organic posts on your page will only reach 16% of your fans’ news feeds, but sponsored stories show up more often; they also show up in news feeds of the friends of your fans when a the fans interact with your post. Ads  Advertisements are great for targeting people with specific interests. Using a combination of both ads and sponsored stories will help you best utilize your Facebook budget.